Removing Barriers, Increasing Effectiveness - amarc

this is the impact you are having in terms of ordinary listeners? The mainindicators for CR social impact can be drawn from the use of the following list:• Audience research, phone-in, letters, SMS feedback, listeners clubs, focusgroups;• Increased access & participation of the community, citizens and excludedin radio programs and activities and events;• Political, social and economic changes in the communities (socially testedindicators);• Content analysis of program broadcasting;• Increased participation of citizens in setting the public agenda anddemocracy: political impact of the radio as intermediary of the communitywith the political power;• Empowerment of individuals and the excluded (examples of election ofindigenous representative; number of local organizations, etc.)• Increasing number of CR and radio projects;• Increased participation in electoral processes;• Life stories of members and listeners of the CR;• Resolution of specific existing problems through social or collective action(water sanitation, AIDS prevalence, etc.)• Government statistics related to territory of coverage by the CR.The Social Impacts of CR.The existence of CR is a measure of the level of democracy, Good Governanceand accountability in a society. For most community radio practitioners, the socialimpact of community radio is evidence on itself. The sole existence of communityradio has a positive impact in the communities because it allows the access to amedia and alternative experiences for local communities. This situation explainsthe lack of understanding on stakeholders on what is the impact of CR, for theyhave the difficulty to differentiate between CR as a mass media (or a lowerexample of mass media) and the participatory and communication rightsperspective of community radio as being the essential medium to let the voicesheard of the poor and marginalized. Advocating for the recognition of communityradios within the wider struggle for the democratization of societies is part of thedemocratization of societies and the existence of CR is a measure of thedemocratization reached but that society. CRs are entitled to be protected by thelaw. We must stop separating communication from other social problems.Community radio is effective in ensuring inclusion of the marginalized.Community radios have played a role in all regions opening the microphones tothe dispossessed and marginalized. The inclusion that results brings added valueto information on shared cultures and values and also in recognition of individualrights especially for women. CR facilitates building of communities’ socialization,including solidarity, social inclusion, and rights of people to speak. (South Africa)Community radio is (or should be) an accessible form of communication whichcan ensure a voice for our people’s marginalized communities and sectors, suchAMARC Community Radio Social Impact Assessment 2007 Page 40 of 128